The story sustainability tells: the grassroots effort to serve McDonald's demand


It was a big week for the Canadian Roundtable for Sustainable Beef (CRSB) and McDonald’s Canada. McDonald’s Canada says it will soon become the first company in Canada to serve beef from Canadian farms and ranches that are “certified sustainable.”

Many of the beef producers participating in the pilot project are very excited about the opportunity to work with McDonald’s in this new label that is a grassroots effort.

Virgil Lowe, business manager of VBP+, was on RealAg Radio on Friday to discuss the program and how it is a big deal for the Canadian beef industry. “We are basically able to use the indicators of sustainability that were determined by the CRSB,” says Lowe.

Shaun Haney, host of RealAg Radio says, “the word sustainable has been used against producers many times but in this case producers are on the right side of sustainability and can deliver a great product to the customers at McDonald’s.”

Lowe continued, “It’s about taking those indicators and telling a story to the consumer.”

According to Lowe the pilot project was designed to be commercially viable which means that producers can earn extra dollars for being a part of this value chain initiative.

If you are interested in participating in the program contact the CRSB.

Hear Shaun and Virgil Lowe, the Business Manager of VBP+, discuss the program and how it will have an impact on beef producers in Canada.

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